1. BRAND DEVELOPMENT
PROCESSMILESTONE CHART
• PROCESS
1.
INFORMATION GATHERING
2.
MILESTONE MEETINGS
3.
BRAND INSIGHT DEVELOPMENT PROCESS
4.
CREATIVE OVERVIEW FOR BRAND POSITIONING
5.
BRAND NAME BRAINSTORMING
6.
DESIGN AGENCY BRIEFING
7.
8.
DESIGN AGENCY PRESENTATION OF NEW
LOGO/BRAND
PRESENTATION TO TOP MANAGEMENT
9.
MR TO TEST THE CREATIVE OPTIONS
10. LAUNCH STRATEGY

2. BRAND POSITIONING
• Is the consumers perception of the brand in relation
to other competing brands in the same space
• Is also the specific niche in which the brand defines
itself in a competitive environment with respect to
– Positioning Addresses
– Differentiating Brand Attributes
– User benefits and Trade segments
• Positioning involves the careful manipulation of every
element of the communication mix

3. BRAND POSITIONING
• Brand Values should stay constant across all
communication channels and touch points
– Airtel : Leadership,
Self Expression
Youthfulness, Pan India Brand,
– Hutch – Has
positioned itself as a simple and premium
brand. It has positioned itself on five core values
• CHOPS” - C-Coverage, H-Honest, O-Open, P Premier, S-Service
– Reliance – “Kar
Lo duniya Mutthi mein” , positioning
themselves as an affordable brand which enables
people to reach out to the world

4. TELECOM BRAND’S APPEAL
• Telecom brands mainly promise four payoffs to
a consumer
– Connectivity : “Connecting India ” – BSNL
– Enhancement of Life : “Live Every Moment” –
Airtel
– Self Expression : “ Express yourself ” – Airtel
– Empower yourself : “Mujh Mein Hein Woh Baat ”
– Reliance

5. MARKET LEARNINGS
• There is a complete parity of product and service
across brands
• Even with a particular tariff plan/ loyalty program,
clones appear across brands with very little time
lag
• All products/ services across brands move
towards parity – natural state of equilibrium in
this market

6. WHAT MAKES THE
DIFFERENCE ?
• Brand Personality
• Consumers choose brands that “fit in” with their
personality - this personality is the reward that
consumers seek and the payoff they buy into
• This buying into “personality” not overt promises an
accepted part of all fashion brands marketing and
advertising

7. INDIAN EXPERIENCE
• Airtel’s positioning platform may be self expression
– but the reward that consumers buy into is “popular
appeal” – as epitomized by Shahrukh and Sachin
• Reliance’s claimed consumer benefit may be about
self empowerment – “Kar Lo Duniya Muththi Mein”
– but the reason consumers would choose it would be on
account of the personality – something that is still
influenced by Monsoon Hungama, Pioneer Offer – “for
the common man”

8. INDIAN EXPERIENCE
• Tata Indicom, chose a trait that is already
associated with the Tata name to hone the
personality
– the honest service
– distinct and relevant
• Hutch exemplifies its personality the best
– always has a consistent and well etched out personality
– friendly, contemporary, western, non strident
– In fact there is no overt consumer promise/ benefit the
brand has ever claimed other than its personality

9. LEARNINGS FOR ESSAR
• A need to understand the personality landscape of
the Indian mobile service brands
– Brands that recognize this truth build consistent and
attractive personalities which is the only reward that
consumers seek
• Etch out a personality that is distinct, consistent and
attractive to our target consumer
• This should be carried through all communication
channels and touch points

10. PERSONALITY TYPES
• Consideration of some distinct “personality” types
– Urban, ironic ‘take’ on small town India (Mentos, Close
Up)
– The lovable rogue: Just outside the law, but with a heart
of gold - Munnabhai MBBS
– Entertaining :Either larger than life Bollywood tamasha
entertaining (Vanilla Coke) or gentle humor (Kelvinator)
– Have a youth icon, like Sanya Mirza, symbolizing a
challenger (as a late entrant into the market)
– Loyal/trustworthy offering a serious commitment
– Excitement / thrills : about stimulation/ fun – (the josh
machine)
– Love/ intimacy/ belonging /Family
– The patriot
– Appealing to a consumers Intelligence

11. TYPES OF BRAND
DIFFERENTIATORS
• Instant karma –
promotions)
Immediate effect, Instant gratification/benefits (connectivity, service,
•
Emotional – Play on feelings related to family, love, camaraderie, friends
•
Indianess – Reflection on Indian values/culture. Capitalizing on the inherent
preferences
•
Feature based – Capitalizing on a feature based gap. Creating a unique identity in
terms of a technological feature or a service
•
Network/Coverage – Stay Connected, whenever, wherever you are!
•
Loyalty – Projecting a transparent image to induce trustworthiness
•
Youth – Projecting a young at heart image, a go-getter, a challenger
•
Convenience – “FREEDOM FROM DISCOMFORT”
– Understanding the consumer and providing convenient need based services
– Approachable and flexible

12. CONVENIENCE – AN ESSENTIAL DIFFERENTIATOR